If you’re currently using Salesforce, you may have heard a lot about Pardot during recent days. Salesforce Pardot is a part of the Salesforce Marketing Cloud and is specifically designed to enable businesses to track and measure the performance of their interaction with customers, gain insight on user behavior, and customize the content according to their specific requirements across campaigns based on any number of specific criteria.
How Does It work?
Before talking about the functionality of Pardot lets discuss marketing automation quickly. There are different processes in marketing automation and Pardot makes it easier to manage all of them. These processes are as follows.
Every business has some sort of database where it collects information about customers like email addresses, purchase history, conversation threads, etc. Pardot helps to gather this data more quickly and efficiently saving you loads of time to focus on other important tasks. Moreover, you can also use Pardot to segment all of this data to create customized campaigns that can be based on location, purchase history or anything else.
An example of this could be that you’re organizing an event in New York and want to invite all of your clients based in New York so instead of having to scan through each and every contact you just use the segmentation feature in Pardot to send out customized emails to only your New York-based clients all of it just with a simple click.
Lead Generation and Management
This first step of lead nurturing is finding out the email address of the potential customer. With features in Pardot like landing pages and drag and drop forms, along with analytics on acquisition like organic / paid searches and social media posting, Pardot provides a marketing or development team with all the necessary tools and resources to gather email addresses.
Email marketing is one of the most important tasks when it comes to reaching new prospective customers and increasing the number of leads. This is where Pardot comes in and revolutionizes the entire process of how you interact with potential customers through emails. Authorized users can create list emails based on pre-designed templates that can be changed depending on the type of recipient or nature of the email. The base package of Pardot supports 10,000 email addresses but businesses can purchase blocks additionally in order to fit their specific marketing needs.
A/B Testing Emails
Let’s say that you have two similar email templates but are not sure which one of the two would be the better choice in a specific feature. The A/B testing feature in Salesforce Pardot lets you gauge the performance of each of the templates be sending different types of emails to groups selected by you so that you can decide which template will work best in what kind of scenario.
Tracking Email Opens
You can also track the engagement of your emails more accurately by keeping a count of how many people have opened your email. So how does this work? Pardot inserts a single-pixel image in HTML emails so that when a person opens that email, the image loads and it is counted as an HTML open. By using this amazing feature of Salesforce Pardot, businesses can keep a better track of how well they are engaging with the market because now only sending emails is just not enough and using Salesforce Pardot can just give your business that extra push to pull in more leads.
In this article, we have discussed the importance of marketing through emails and the best tool for that. The answer is Salesforce Pardot which can fulfill all your digital marketing needs. So, when are you signing up for Salesforce Pardot to give your business that extra push it needs to get ahead of the curve?
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